Viacom Inks VMA Ad Deals Integrated Into Twitter

Viacom is moving to take advantage of the ad opportunity that comes with video links integrated into a Twitter stream, which viewers can watch without leaving the social network site. The company has inked deals with Degree and Pepsi that use the Twitter Amplify platform in relation to the Aug. 25 “MTV Video Music Awards.”

Viacom is selling the Amplify option as part of larger packages linked with the annual music awards show, where Miley Cyrus and Kanye West will perform.

Viacom will attach brands to videos seen leading up to and during the VMA broadcast that might include highlights of memorable moments on stage, backstage clips, red carpet interviews and other content. A pre-roll ad before the content is one possibility as are other integrations.

Viacom is also looking to offer advertisers similar opportunities linked with the “Comedy Central Roast of James Franco” next month, and more than 30 programs or events through 2014.

Jeff Lucas, who heads sales for the Viacom music and entertainment networks, stated that the Amplify opportunity generated enough interest in the VMAs that the company moved to expand it to other networks.

The VMAs generate a substantial amount of Twitter activity, with Viacom saying there were nearly 15 million related tweets in 2012, so Amplify offers MTV a chance to monetize some of that
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